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Advertisement and promotions

The presentation is developed with the purpose to give a brief explanation of below line techniques in marketing and the necessity to adapt these approaches by H&M. a plan has been developed on the integrated promotional strategies. <br>

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Advertisement and promotions

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  1. Advertisement and promotions

  2. Introduction • The presentation is developed with the purpose to give a brief explanation of below line techniques in marketing and the necessity to adapt these approaches by H&M. a plan has been developed on the integrated promotional strategies.

  3. Explain and identify primary below-the-line techniques Below the line promotional techniques are used as the forms of non-media communication. These techniques have gained more popularity in recent years • There are different below line techniques: • Marketing through direct mail • Campaign through door to door • Price promotion • exterior location marketing (Mayer, 2011)

  4. Evaluate other techniques used in below-the- line promotion • There are other promotional techniques in the below line approaches: • Trade in policy • Below line approaches • Premium • Loyalty programs • Coupons • Selling individually • Mobile marketing (Mayer, 2011)

  5. Mobile marketing/ M Marketing • With the advancements in the technologies mobile marketing has been gaining popularity. The usages of the smart phones are also increasing with fast pace. • H&M should analyse different current features of the mobile. Through SMS, launching own apps, providing notifications over the internet would be efficient to adapt M Marketing (Mayer, 2011)

  6. Promotional plan • Situational analysis through SWOT: • Strengths: largest international fashion retailers, stores all round the world, string brand image, huge variety of customers • Weakness: low quality, lack of control, over production, after trends • Opportunities: collaboration with other luxury designers, online shopping, organic cloths, • Threats: string competitors, changing styles, rising labour costs (Mayer, 2011)

  7. Objectives • To increase brand awareness of H&M among the shoppers • To have better position in the market than the competitors like ZARA • To attract potential customers towards the variety styles

  8. Review of the target audiences • The target audience of H&M is the middle and upper class economic customers who are willing to pay proper prices over the products of H&M. Both men and women are targeted by H&M.

  9. Integration of promotional techniques into a promotional strategy for H&M • Promotional techniques for H&M: • Seminars and conferences: to discuss the future aspects and current trends within the market with the board members and internal audiences • Sales promotions: incentives can be provided to the potential loyal customers or customers having membership cards (Jing, and Zhang, 2011)

  10. Advertisements: to attract wide range of customers placing creative designs of the products and accessories. (Jing, and Zhang, 2011) • Social media: apart from official websites different social media can be approached for promotions of new products.

  11. SMART objectives the promotional planning • Specific: specific goals and objectives are necessary for the achievements of goals. The objectives of H&M to increase the brand awareness. • Measurable: the objectives of H&M are measurable as they can be measured based on targets • Realistic: the objectives are real as the brand awareness and the increasing the product sales are realistic in nature. • Timely: H&M can set 1 year time scale to achieve the objectives. (Jing, and Zhang, 2011)

  12. Include a budget to be used for the campaign

  13. Appropriate technique that will indicate and measure the effectiveness of the campaign • Measuring the sales number by comparing the sales record of previous years. (Jing, and Zhang, 2011) • Through surveys information are gathered over the details of the number of people who purchased the products and the people who are included within the membership • Feedbacks of the customers are necessary to analyse the effectiveness of the approaches.

  14. Conclusion Through the below line promotions the organisations are having proper advertisements with cost effective and time effective way. Through these advertisements are approached for short term perspectives the benefits can be gained on long termed measures.

  15. Reference • Jing, B. and Zhang, Z.J., 2011. Product line competition and price promotions. Quantitative Marketing and Economics, 9(3), pp.275-299. • Mayer, V., 2011. Below the line: Producers and production studies in the new television economy. Duke University Press.

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